Description
Every year, there’s more and more pressure to find the perfect gift for loved ones. But you can only buy so many sweaters for your great aunt before she has an excess of itchy wool she didn’t actually need or want in the first place.
When you’re thinking of a festive gift, IKEA isn’t always top of mind. But that doesn’t mean they shouldn’t be… So, to remind gift-givers across Canada that the best gifts are often the practical ones, IKEA brought to life the classic holiday song “The Twelve Days of Christmas” to show that a practical gift from IKEA can be a lot more appreciated than a partridge in a pear tree, two turtle doves, or three French hens (don’t get us started on the swans). Even though IKEA isn’t the first gift you’d think of, it’s likely a gift that you actually want and need.
The campaign came together to the backdrop of the classic carol, reimagined to build with the chaos on screen. In total, the shoot involved coordinating 15 animals, including six kinds of birds. Throughout production, IKEA was committed to supporting the welfare of any animal by engaging Movie Animals Protected (MAP), the industry leader setting the gold standard for ethical treatment. MAP's expert monitors were present on set to educate the crew, identify potential risks, and ensure the physical and emotional well-being of all animals involved.
Of course, not every creature was real—some scenes relied on a touch of CGI magic. For example, any seasoned animal expert knows you can’t gather that many geese in one place without chaos! By blending live action with digital artistry, IKEA was able to tell a heartwarming story while upholding the highest standards of care.
This professional campaign titled 'Twelve Days' was published in Canada in November, 2025. It was created for the brand: IKEA Canada, by ad agency: Rethink. This Integrated medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 24 days ago.
